“I don’t understand why you would alienate any part of your potential market when there are other ways of marketing beer.”

Wily Fox brewery managing director Andrea Cox, on the other hand, preferred to concentrate on how much has already been achieved in making the real ale world welcoming to both men and women.

She said: “I think what offends is a matter of individual taste. We don’t want it in the industry but I think there’s a lot less sexist pump clips and imagery now and I can’t remember the last time I walked into a pub and saw something that offended me.”

Jo Whalley, the manager of award-winning micropub Wigan Central, also sounded a note of caution.

She said: “Brewers need to be very careful because things can be offensive without any intention to be. There’s a history of this being acceptable but times have changed and they need to move with them.

“I think it should come down to common sense. I’m quite on the fence about the whole thing.

“If something is offensive enough to enough people it will have to be rebranded. I think people can vote with their feet and make these decisions on whether or not they want that kind of advertising.”